eye movements study on reading behaviors of automobile advertisements published in mobile phone...
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Eye Movements Study on Reading Behaviors of Automobile Advertisements Published in Mobile
Phone Newspaper
Zheng Yuan
Min Zhang
Qing Tang
Introduction
In this study we try to exploring the difference in reading behaviors between subjects of different genders. The experiment is based on the eye tracker and mobile newspaper advertisements. By controlling the mobile newspaper advertisements' area, place, colors, display mode, recording the subjects‘ eyes move process of reading mobile newspaper advertisements ,we analyze the behavior of readers and the exogenous factors of mobile newspaper advertisements.
The experimental design
a. The choice of subjects
In this experiment, we selected 10 college students, 5 male and 5 female; age around 21 years old with normal vision or corrected visual acuity above 1.0. They have no eye diseases such as color blindness or color weakness.
b. The experimental variables
Variable A advertising colors:A1- cool colors,A2- warm colors,A3-dark colors;Variable B advertising area:B1-25% , B2-50% , B3-75%;
Variable C advertising posotion:C1-upper,C2-middle,C3-bottom;
Variable D main information display mode:D1-flashing,D2-non-flashing.
c. Design of the experiment
We randomly selected an advertisement from 12580 live broadcast in 2010 as the experimental material, which is a ad of Dodge.
According to the Uniform design method, we design six different ads. Table 1 show the experimental program.
Table 1 Uniform design of the experimental program U6(332)
number A B C D
1 Warm
colors A2
25%
B1
Middle C2 flashingD1
2 Dark
clolrsA3
75%
B3
Upper C1 flashingD1
3 Cool
colorsA1
50%
B2
Bottom C3 flashingD1
4 Warm
colors A2
50%
B2
Upper C1 non-flashi
ngD2 5 Cool
colorsA1
75%
B3
Middle C2 non-flashi
ngD2 6 Dark
clolrsA3
25%
B1
Bottom C3 non-flashi
ngD2
Data analysis
In order to exploring how the variables(the mobile newspaper advertisements' area, place, colors, display mode)affecting the behavior of readers, we use statistical methods to analyze the data of eye movement trajectory of the mobile newspaper advertisements, the primary visual region, the time to first fixation, fixation counts, etc. Then establish the regression model of the time to first fixation, the observation length, the fixation count about the colors, place, size, display mode.
A Advertising Colors variables B Advertising Area C Advertising Position
D Main Information Display Mode
In order to establish regression models of first fixation duration(explained variable) about variables A,B,C,D(explanatory variables), We need to introduce corresponding dummy variables.
(1)Dummy variableX1(advertising colors): X1(1)1 refers to warm color, X1(1)=0 refers to not warm color; X1(2)=1,refers to cool color, X1(2)=0 refers to not cool color; thus, X1(1)=0 and X1(2)=0 refers to dark color.
(2)Dummy variableX2(advertising position): X2(1)=1refers to upper, X2(1)=1refers to not upper, X2(2)=1 refers to bottom, X2(2)=0refers to not bottom, X2(1)=0 and X2(2)=0 refers to middle;
(3)Variable X3(advertising area):ration variable(numerical value)
(4)Dummy variableX4 (main information display mode): X4=1 refers to flashing, X4=0 refers to non-flashing.
a. First Fixation Duration
experiments
Time to first fixation
Female1 female2 female3 female4 female5 male1 male2 male3 male4 male5
1 Warm
color
middle 25
%
flashing 0.458 0.284 0.126 0.000 2.417 0.370 0.640 0.311 0.461 0.000
2 Dark
color
upper 75
%
flashing 0.000 0.441 0.000 0.568 0.311 0.000 0.034 0.055 0.369 0.000
3 Cold
color
bottom 50
%
flashing 3.053 0.389 2.465 0.000 5.000 0.000 1.295 1.891 0.454 0.000
4 Warm
color
upper 50
%
Non-flashing 0.000 0.000 0.000 0.573 3.392 5.000 0.279 3.718 0.225 0.778
5 Dark
color
bottom 25
%
Non-flashing 1.673 0.143 0.243 0.000 5.000 4.727 0.000 2.597 0.000 5.000
6 Cold
color
middle 75
%
Non-flashing 0.000 0.000 0.027 0.000 0.017 0.000 0.502 0.072 0.164 0.000
Regression model- Time to First Fixation of female readers
coefficients
model
Non-standardized coefficients
Standardized
coefficients T Sig.
B
Standard
error
(constant) 0.431 0.302 1.427 0.165
X2(2) 1.366 0.523 0.443 2.612 0.014
explanatory variables: Y11 Time to First Fixation of female readers
Regression model - Time to First Fixation of male readers
coefficients
model
Non-standardized coefficients
Standardized
coefficients T Sig.
B
Standard
error
(constant) 1.537 0.386 3.982 0.000
X4 -1.145 0.546 -0.368 -2.097 0.045
explanatory variables: Y12 Time to First Fixation of male readers
By using gradual regression method of multiple regression analysis, we establish models of Y11 about X2 ( 2 ) and Y12 about X4:
Y11=0.431+1.366X2(2) ………… ( 1 )
Y12=1.537 -1.145X4 ………… ( 2 )
b. Fixation Duration
Regression model - Fixation Duration of female readers
coefficients
model
Non-standardized coefficientsStandardized
coefficients
T Sig.
BStandard
error
(constant) 0.792 0.584 1.357 0.186
X32.539 1.081 0.406 2.348 0.026
explanatory variables:Y21 Fixation Duration of female readers
Regression model - Fixation Duration of male readers
coefficients
model
Non-standardized coefficientsStandardized
coefficients
T Sig.
BStandard
error
(constant) -0.212 0.547 -0.388 0.701
X32.544 0.947 0.393 2.686 0.012
X41.372 0.387 0.519 3.548 0.001
explanatory variables: Y22 Fixation Duration of male readers
The gradual regression model has deleted the variables that have no significant effect. So the regression model about Y21(Fixation Duration of male readers) and X3 is
Y21=0.792+2.539X3 ………… ( 3 )
The regression model about Y22 and X3 、 X4 is
Y22=-0.212+2.544X3+1.372X4 ………… ( 4 )
c. Fixation Count
Regression model - Fixation Count of female readers
coefficients
model
Non-standardized coefficientsStandardized
coefficients
T Sig.
BStandard
error
(constant) 3.650 0.557 6.558 0.000
X2 ( 1 )2.450 0.964 0.433 2.542 0.017
explanatory variables:Y31 Fixation Count of female readers
Regression model - Fixation Count of male readers
coefficients
model
Non-standardized coefficientsStandardized
coefficients
T Sig.
B Standard erro
(constant) 0.133 1.094 0.122 0.904
X36.000 1.895 0.477 3.267 0.004
X42.067 0.773 0.402 2.672 0.013
explanatory variables: Y32 Fixation Count of male readers
The gradual regression model has deleted the variables that have no significant effect. So the regression model about Y31(Fixation Count of female readers) and X2 ( 1 ) is
Y31=3.650+2.45X2 ( 1 )…………( 5 )
The regression model about Y32 and X3 、 X4 is
Y32=0.133+6X3+2.067X4………… ( 6 )
2000
conclusions
1. Automobile ads displayed in flashing manner were more attractive and gained better disseminative effects. As for male readers, the main information display mode have great effect on fixation duration and time to first fixation . 2.For female readers, advertising position has great influence on advertising disseminative effects .Automobile ads located at the top of mobile newspaper were more attractive. While for male readers, advertising area influenced their reading behaviors.